Jesko Perrey & Dennis Spillecke 
Retail Marketing and Branding [PDF ebook] 
A Definitive Guide to Maximizing ROI

Foreword xi
Introduction to the Second Edition xiii
Second Edition Acknowledgments xv
Introduction to the First Edition xvii
First Edition Acknowledgments xxi
Commonly Used Acronyms xxiii
Part I Building Superior Retail Brands 1
1 Principles of Successful Brand Management: Art, Science, Craft 3
Art, science, craft 5
Creativity and consistency 6
Strengths and weaknesses 8
Touch point orchestration 9
2 Segmentation 21
Relevance in retail 22
Top management attention 23
Consumer needs 26
Strategic segmentation 30
Implementation 32
3 A Guide to Excellence in Retail Brand Management 37
The brand diamond 37
The brand purchase funnel 42
Brand Matics 45
The brand promise 50
Brand delivery 52
4 Developing and Refi ning Retail Formats 63
Basic types of format development 64
The four-step process 66
Implementation support 74
5 Store Brand Portfolio Management 77
Multiple formats and brands 78
Brand Matics Advanced 80
The brand space map 81
Impact estimation 84
6 Private Label Branding 89
PL growth 90
Four generations of PL 95
PL strategy 100
SKU selection 102
Capabilities 103
Part II Optimizing Marketing ROI 105
7 How to Spend It: Fact-based Media Mix Optimization 107
Media landscape transformation 108
Equal footing 110
Three approaches 112
8 Budget Sizing: The Million-dollar Question 117
Systematic approach 117
Transparency 119
Outside-in benchmarking 121
Inside-out budgeting 123
Effi ciency modeling 125
Budget level estimate 126
9 Budget Prioritization 129
Decision mode 129
Investment units 131
Full transparency 134
Prioritization criteria 136
Avoiding automation 140
10 Reach-Cost-Quality 147
Vehicle optimization 148
Apples and apples 149
Universal scores 157
11 Marketing Mix Modeling 161
How to spend it 161
Impact comparison 163
Applications 165
Multi-lever transparency 166
What to watch out for 168
12 The Digital Retail (R)evolution 179
End-to-end digitalization 181
Channel convergence 183
Localization 186
Social media 188
Content management 191
Brick-and-mortar 192
13 POS Marketing 197
The most powerful vehicle 197
Lack of leverage 199
Systematic management 200
Tangible and intangible elements 203
The human factor 211
14 Leafl ets and Local Print Advertising:
How to Achieve Local Media Excellence 217
The true point of sale 217
A complex challenge 219
Fine-tuning 222
Product selection 223
Geo-marketing 225
15 Fact-based Promotion Management 231
Balance pricing and promotions 232
KPIs for optimization 235
Supplier negotiations 239
Margin improvement 241
16 Excellence in Classical Media 247
A key element 248
Creativity and content fi t 252
Testing and learning 255
Message delivery 257
Creative partners 261
17 Digital Marketing Excellence 269
Value proposition 270
Digital strategy 272
Search engine marketing 276
Display advertising 280
Social media integration 282
Digital marketing organization 287
18 Maximizing Customer Value with Data-driven CLM 297
Full value 298
Deep understanding 302
Predictive modeling 305
Keeping track 308
Capability building 310
Applications 316
19 Smart Sourcing 325
Sizeable savings 326
Effi ciency levers 329
Effi ciency optimization 332
Best practice 337
Deep dive 340
Part III Ten Perspectives on Retail Marketing 347
20 Ten Perspectives on Retail Marketing 349
Contributors 351
Index 365

Dr. Jesko Perrey Director, Du¨sseldorf Jesko Perrey
is the global leader of the CLM (Customer Lifecycle Management)
service line and a core member of the leadership team of the EMEA
Consumer Goods & Retail Practice at Mc Kinsey. His focus is on
brand management, marketing ROI, segmentation, and CLM across
different industries. Jesko is the author of many articles and
essays in leading journals and compendiums, particularly on
marketing-related subjects such as branding, marketing ROI,
segmentation, and CLM, and coauthor of the book Power Brands. He
holds an MBA and a Ph D from the University of Mu¨nster.
Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke
is a core member of the EMEA Consumer Goods & Retail Practice,
as well as of the EMEA Marketing & Sales Practice at Mc Kinsey.
Dennis leads the global service line on marketing ROI and branding.
In recent years, Dennis’ work has focused primarily on the
areas of digital marketing, marketing ROI, and branding. Dennis
holds a Ph D from the Otto Beisheim School of Management (WHU) in
Vallendar.